Digital ad impressions up 7% in 2024

TAM AdEx India has recently released the ‘A Pixelated View into Digital Advertising Trends for Y 2024’ report, detailing ad impression trends on the medium and listing the advertisers who spent big on digital last year.

The report states that compared to 2023, there was an increase in ad impressions by 7% in 2024 on digital. The rise in digital ad impressions in 2024 over 2020 stands at almost 12.7 times. In quarterly trends, Q2 2024 observed a growth of 9% compared to Q1 2024. 

The top sectors advertising on digital include Services (49%), Banking/Finance/Investment (6%), Computers (6%), Education (5%), Auto (5%), Personal Accessories (3%), Retail (3%), Personal Healthcare (2%), Telecom Products (2%) and Food & Beverages (2%).

Compared to 2023, Personal Healthcare and Telecom Products were the new entrants among the top sectors in 2024. The top 2 sectors, Services and BFSI, added more than 55% share of ad impressions on digital in 2024, the report adds.

Six out of the 10 top categories on digital were from the services sector: Ecom-Other Services (12%), Ecom-Online Shopping (10%), Ecom-Media/Entertainment/Social Media (6%), Ecom-Financial Services (3%), Ecom-Clothing/Textile/Fashion (3%) and Ecom-Gaming (3%).

The other four categories among the top 10 included Software (3%), Ecom-Education (2%), Cars (2%) and Cellular Phones-Smart Phones (2%), with the last one being the only new entrant in the list compared to 2023. The top 10 categories together added 45% to the digital ad impressions. 

The top advertisers on digital in 2024 included Amazon Online India (3%), Karma Shopping (2%), Flipkart.com (2%), Samsung India Electronics (1%), Maruti Suzuki India (1%), Home Interior Designs E-Commerce (1%), Reliance Retail (1%), Exness Global (1%), Google (1%) and Serum Inst of India (1%). 

Amazon Online India maintained its first position in the top advertisers list in 2024 over 2023, even as Google descended from 4th to 9th position, the report states, adding that over 155K advertisers were present on the medium in 2024.

The top brands on digital in 2024 included Amazon.in, Karmanow.com, Flipkart.com, Livspace.com, Affinidi.com, Bharatiya Janata Party, Ikea, Nykaa, Zepto and Amazon Prime Video. 8 out of the 10 top brands were from the Services sector, the TAM AdEx report noted.

Among the top 10 brands, 4 belonged to the Ecom-Online Shopping category, 4 were new entrants and 2 belonged to Amazon Online India. Together, the top 10 brands contributed 11% of the digital ad impressions in 2024. 

Over 270 categories registered positive growth in ad secondages on digital in 2024. Ecom-Other Services among the categories saw the highest increase in ad secondages with growth of 47% followed by Ecom-Financial Services with 39% growth during 2024 compared to 2023, the report observes. Also, Corporate-Auto led the top 10 categories in terms of highest growth % (i.e. more than 2x) in 2024 over 2023.

100 K+ advertisers exclusively advertised on digital during 2024 compared to 2023. The list of top 10 exclusive advertisers on digital (present in 2024 but not in 2023) included Coroot Inc, Immuni Software, Clerk Sms, Hakkoai, Rickyticky Bobbywobbin, Rpggo, Indus Os Mobile Platform, Sky365, Phonepe Wealth Broking and Axiom Ayurveda.

Programmatic was the most popular method for promoting Ads on Digital platforms, accounting for 88% of total ad impressions, followed by the Ad Network method with a 4% share in 2024, the report notes, adding that Twitter Display held 33% of Digital ad impressions during Y 2024 followed by In-App Display on second position with 18% share. Further, Single Image Ads grabbed the highest Impressions (55%) on Digital, followed by Video Ads with a 23% share.